ROSEMONT, Ill. – The checkoff-founded GENYOUth organization and Campbell’s Chunky® are hosting an e-sports initiative that will raise money to deliver 100 million meals, including milk, as part of its COVID-19 Emergency School Meal Delivery Fund to help tackle hunger in schools.
The “Chunky Million Meals Challenge Madden NFL 21 presented by Target” will be played in EA SPORTS™ Madden NFL 21. The competition has sponsorship support from the checkoff’s Undeniably Dairy campaign as well as the NFL, CSL Esports, Doritos and Bose. NFL players who serve as Fuel Up to Play 60 ambassadors will participate along with Madden NFL professionals.
“The tournament will be an effective way to have authentic conversations about the critical hunger situation students and schools are facing every day,” said New York dairy farmer Audrey Donahoe, who serves on GENYOUth’s board of directors. “This is another example of the checkoff’s work with younger consumers to have conversations with them about dairy and dairy farmers, in places and events that are familiar to them.”
Undeniably Dairy will share dairy-relevant messaging and create moments to bring awareness to farmers’ longtime commitment to hunger. The “Raising Gallons” video, which Dairy Management Inc. created in partnership with state and regional checkoff organizations, will be part of the content. The video supports the checkoff’s goal of getting nutritious dairy to food-insecure Americans.
Throughout the tournament, which begins Dec. 19, viewers will be encouraged to donate to GENYOUth to help tackle food insecurity at https://give.softgiving.com/millionmealschallenge or by texting MEALS to 20222 for a one-time $25 donation. More information about the tournament and registration information can be found at www.millionmealschallenge.com.
“COVID-19 has had a devastating impact on schools, as they are in desperate need of equipment and resources to feed the one in four children who now live in food insecurity,” said Alexis Glick, CEO of GENYOUth. “For many kids, school meals are their only access to daily nourishment.”
About Dairy Management Inc.
Dairy Management Inc.™ (DMI) is funded by America’s 35,000 dairy farmers, as well as dairy importers. Created to help increase sales and demand for dairy products, DMI and its related organizations work to increase demand for dairy through research, education and innovation, and to maintain confidence in dairy foods, farms and businesses. DMI manages National Dairy Council and the American Dairy Association, and founded the U.S. Dairy Export Council, and the Innovation Center for U.S. Dairy.
GENYOUth is a 501c3 nonprofit organization that creates healthier school communities. We convene a network of private and public partners, including Fortune 100 companies and foundations, to raise funds for youth wellness initiatives that give youth the inspiration, motivation and programs to be healthy high-achieving students. GENYOUth’s flagship program, Fuel Up to Play 60, enrolls over 73,000 U.S. schools, reaching over 38 million students. Our school nutrition grants increase access to healthy school meals among food insecure students. NFL FLAG-In-School is GENYOUth’s fastest growing program with over 24,000 school communities reaching over 13 million students, while AdVenture Capital brings out the entrepreneurial spirit and creativity of students with the support of corporate mentors to solve real world problems. For more information about GENYOUth, visit www.genyouthnow.org.